Jul 30th, 1:45 PM - 2:45 PM


Tracking Destination Image through Time: The Case of Aruba


This study proposes a methodology to track changes in destination images through time. Dynamic Destination Image Index (DDII) monthly time series are obtained applying content analysis to media materials about a particular destination and reflect news volume, topics raised, and favorability of media coverage. The methodology is demonstrated using articles about Aruba published in U.S. newspapers in May 2004-April 2006, a period that encompasses disappearance of American teenager Natalee Holloway in Aruba. The DDII index was validated by using it in a model of tourism arrivals to Aruba. The DDII concept is proposed to be of interest to the destinations’ DMOs.